Means – End Chain Analysis

Motivation of consumers is an essential drive which makes them take a specific action on the buying process. Though there are large number of theories available to assist marketers to manage consumers’ motivation, the Means-End-Chain Model goes a step further of linking product attributes with deep-routed consumer values through rational and emotional benefits from the selected attribute. In fact, this approach is more comprehensive as it aligns consumers’ buying actions with basic values and uses appeals to both heart and mind.